Optimize dynamic search ads performance

Official checklist for using DSA campaigns to reach people without keywords.

Dynamic Search Ads (DSA) campaigns feature custom-tailored headlines and landing pages that help you reach customers as they search - while intelligently showing your ads against relevant queries. Here are recommendations to get the most out of your Dynamic Search Ads.

Tip

Queries that match to more than one DSA target within one campaign will prefer the more specific target - whichever target covers fewer pages of your site. Think about setting lower bids for all-website targets and their less specific traffic.

If you want to specify exact pages to target, or how to group them, use a page feed.

In this video we’ll talk about the steps that you should be following with your targeting: 1) Use recommended categories; 2) Create an all webpages dynamic ad target; 3) Separate out high-value targets; 4) Create different ad groups for your different targets.

In this video, we'll cover how you can accomplish this through a handful of straightforward steps: 1) Exclude non-transactional parts of your site; 2) Look for negative keywords; and 3) Add paused keywords from other campaigns as negatives to your DSA campaigns.

Case Study

Launched in 2005, trivago has quickly become one of the world’s largest hotel search engines. Operating in over 50 markets in more than 30 languages, the company helps millions of people compare over 900k hotels from hundreds of booking sites every day. They created Dynamic Search Ads for all their markets using category recommendations coupled with conversion-based automated bidding. The results? Up to 140% higher CTR on search terms for DSA vs. original ads, significantly lower CPAs for established markets and significant conversion gains in newer markets.